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What's Hot What's New
The good, the bad and the ugly. You'll find them all here.
Each week you'll get my take on the intriguing, and sometimes
peculiar, titles to recently hit the newsstand.
Brand Extension
The current buzzword is
"brand destination"; everybody wants to create a brand and a destination for
that brand. We no longer exist in just a pure magazine world with single titles.
Established magazine publishers are reaching beyond the pages of their magazines
to create other publications that reflect a specific sector of their magazine's
audience. It's not a new trend, but we are seeing more of it now than ever before.
The three titles that follow are a quick indicator of what to expect in coming
months from publishers.
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Celeb Diet & Fitness
Cover Price: $3.95
www.people.com
We could only have expected People--after parading celebrities in front of their
readers for years and being first in their ever-expanding field--to add to the brand
extensions. From Style Watch to Teen People and People en Espanol, People has been
very active on the brand extension front. Now People lets you know how the stars you
love seeing keeps the bodies you love envying. Typical People layout using graphic
photography and typography show off the ways that all of Hollywood's hottest keep
toned for the camera.
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Chicago Home
Cover Price: $4.99
www.chicagomag.com
There is nothing new about Chicago magazine covering the home; now its new spin-off specifically
about the home. Chicago magazine has taken its once annual and then biannual home
special and launched it as a quarterly title all on its own. Chicago Home speaks "to
where you live" as long as that happens to be Chicago. Whether it be a house
in Wrigleyville or a spacious downtown apartment in the Loop, this attractive title
shows you how to decorate and design your living area. On your way to the home
improvement warehouse, make sure this is the first item on your remodeling
checklist.
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Real Simple Family
Cover Price: $4.50
www.realsimple.com
If you've not heard of Real Simple I don't know where you have been living.
Real Simple is on television, in magazines and books and all over the place. Now they are
extending their line to test the waters and see if they can make your life a
little easier on the family front. It's a challenge but a welcomed challenge
for a capable brand. The stark simplicity of Real Simple's design remains exquisite
as they lead you through pages of information ranging from children's placemat ideas
to organization for the playroom to birthday party ideas. You will have no problem
turning the pages of this brand extension.
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